Big data has quickly become one of the most essential tools in alumni relations. With sophisticated CRMs and other data collection and analytics tools at our fingertips, it is now easier than ever to measure, report on, and leverage constituent data. Whether delivering personalized communications or tailoring engagement activities for specific alumni groups, data-driven alumni relations is the key to building an actively engaged member base.
In this rapidly changing landscape, alumni industry professionals understand the urgency to start making data-driven decisions, but may be unsure of the benefits, the potential challenges, and how to get started.
Here, we’ll break down the basics of data analytics and provide some top tips on leveraging member data to drive engagement, deepen loyalty, and provide a seamless, personalized alumni member experience. Let’s dive in!
Kick Off Your Data Game
Data is a fundamental tool for evaluating and enhancing alumni engagement; As the saying goes, “you can’t improve what you can’t measure.” Yet despite its proven value, as of 2020 less than 49% of alumni associations were conducting any kind of data analysis to measure the effectiveness of their marketing efforts! The pandemic has since accelerated the demand for a streamlined, personalized user experience, and as a result, more and more alumni organizations are revamping their data collection strategies and digital marketing efforts. As a 2021 study from the NAPA group put it: “Amazon knows what I want – why doesn’t my alumni association?”
Tracking interactions with communications and invitations provides valuable insights into how alumni are responding to efforts to engage them – to understand which strategies and tactics are working well, as well as what areas may need improvement. Furthermore, data enables you to track engagement over time, highlighting any trends that may emerge as well as any areas where you can improve.
Analyzing alumni engagement metrics such as event attendance rates and online activity can help reveal patterns that can inform your outreach strategies for different segments. According to recent data from Eventbrite, 36% of alumni who attend events are likely to donate, so investing in strategies to boost participation is a crucial way to drive donations as well as deeper engagement.
Success Through Segmentation
Data segmentation involves breaking your members down into groups based on shared characteristics, which allows you to better target your communications and tailor your content to the needs of each group. For example, by segmenting your membership by graduation year, geographic location, degree, or area of interest, you can create automated marketing campaigns aimed specifically towards each segment, delivering relevant content and messaging that resonates with their unique interests and goals.
According to Stanford Alumni Association CMO Page Murry, one of the most valuable frameworks for segmentation is affinity group – including extracurricular activities or clubs, Greek life affiliations, and identity-based groups or associations.
Not only does segmentation save time and money by streamlining your marketing processes, it also is proven to drive engagement: a survey from Mailchimp found that segmented campaigns had 64.78% more clicks and 14.37% more opens than non-segmented campaigns. Ultimately, data analytics provides a valuable tool for driving stronger alumni engagement and ensuring that your alumni association remains a vibrant community well into the future.
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Precision Targeting
Data collection and segmentation can help you deepen your understanding of your member base and its various demands and priorities. But how do you use that understanding to drive engagement and better meet those demands? By combining modern data analytics and automated marketing tools, reaching your members on a personal level is easier than ever.
Data from the Education Advisory Board (EAB) Advancement Forum shows that there has been a 22.5% drop in alumni donors since 2006. As a result, alumni fundraising efforts have become more targeted, using analytics tools to reach the right members and concentrating on the higher-yield prospects.
→ Anita Brothers, Director, Alumni Relations & Engagement at the University of Dayton, has used automation to make alumni newsletters hyper-attuned to evolving alumni interests and affiliations: “Our newsletter is totally curated content based on your interests and when you want it delivered. It’s just like when Netflix provides you with custom recommendations. Say that I'm a business graduate, but I'm interested in sustainability, athletics and campus ministry. Our system pulls all that content from blog stories and webpages, and then sends a newsletter specific to those interests. It’s incredible.”
A 2022 report from Hubspot revealed that 79% of companies use marketing automation, and alumni organizations are likely to adopt this technology more and more in the coming years.
Getting Engaged with Big Data
It is crucial for alumni associations to keep their members fully engaged and informed about the latest news and events happening within the alumni community. And one of the most effective ways to do this is by utilizing data to determine which communication channels are most popular among different segments of its alumni membership. By tracking the usage of various channels, such as email, social media, and SMS Text Messaging, alumni associations can optimize their communications strategy in order to reach a greater number of alumni and keep them involved in all that the association has to offer.
For example, the University of Miami’s digital engagement and philanthropic giving team look at constituents’ Facebook engagement on specific posts developed by the team – then followed up with these potential donors directly. In less than 10 months, Miami referred 7,000 newly identified prospects to gift officers, closed more than $600,000 in new gifts and generated millions in potential pipeline.
By catering to the preferences of different cohorts within their alumni community, associations can maximize their engagement efforts and truly speak to their members where they are most comfortable. In doing so, they can foster greater alumni loyalty and create a more connected alumni network overall. Whether through email updates, social media campaigns, or other methods, leveraging data in this way is sure to help alumni associations boost engagement and strengthen relationships with members for years to come.
Personalizing the Alumni Experience
Personalization is the backbone of modern marketing, and alumni relations is no exception. Already, 80% of U.S. consumers are more likely to purchase from a brand that offers personalized experiences. But, in Cuseum’s recent survey of over 150 alumni relations professionals, 77% believed that they need to offer more personalized engagement to their constituents.
By leveraging member data to offer more personalized outreach and content to your alumni you can:
Reduce your “unsubscribe” rate (As of 2020, the typical alumni organization’s unsubscribe rate is 0.5%, which is 150% higher than the average industry wide.)
Establish relationships of substance
Offer real value to your constituents
Boost alumni engagement
Show alumni you care
Improve your donor pipeline
According to Marketo, top marketing automation brand, “personalized marketing gives customers a sense of identity. They cease to be one of the masses, and instead become an individual with unique wants and needs.” As leading businesses like Amazon, Spotify, Snapchat, and Target take personalization to the next level, consumer expectations will continue to rise across the board. Alumni no longer want transactions, but instead appreciate personalized interactions they have come to know and enjoy as consumers.
→ Seneca Reyna, Alumni Relations Officer at New Mexico State University, said it best: “Building relationships with your alumni is just such a huge part of your job. Every time the phone is answered, we go above and beyond to make it a personal experience. When someone replies to our emails, we answer personally. I’ve started giving campus tours, and I tailor the experience to go above and beyond.”
Personalized communication is a crucial way of demonstrating to members that they are valued and important, ultimately providing an enriching member experience and laying the groundwork for an engaged and loyal alumni community in the long term.
To be data-driven in alumni engagement is not just about having information, but rather understanding what actionable insights can drive changes within an organization. Alumni professionals understand that collecting relevant and accurate metrics enables them to measure success of their initiatives more effectively than ever before. Armed with such insights, leaders in the alumni relations community can effectively implement targeted marketing campaigns, create dynamic programs that supercharge engagement, and enhance the overall member experience.
Let’s get in touch! Request a free demo to learn how Cuseum can help you boost your alumni engagement.